Digital Marketing: What’s New in 2024?
The world of digital marketing is ever evolving. In the last few years we have seen new trends emerge – from short format videos, advanced Martech to the rise of influencer marketing. Here are a few of the latest trends that are set to make an impact in 2022!
SHORT VIDEOS AND SHORTER ATTENTION SPAN
Let’s cut to the chase – latest research shows the average attention of humans has shrunk to 8 seconds now. Makes sense why Tiktok and Instagram Reels and TikTok are surpassing Facebook by growth – with Tiktok alone expected to surpass 1.5 billion users in 2022. 8 seconds is all you get to push your brand awareness, brand recall or make the audience to click on your CTA. Short format videos also open up engagement and communication with comments and ofcourse anything visual stays in memory longer. So makes sense to keep it crisp.
METAVERSE
We’re not just talking about Facebook here. The metaverse is the virtual world of augmented reality, virtual reality, animated avatars, and video. It’s not as simple as a 15 minute VR game, but an alternate reality where people work, play, and socialize just like in real life. Thought AR/VR haven’t lived up to the hype, with the high tech price to blame. Meta may be gamechanger – the tool needed stay ahead of the curve for the next gen brands.
NFTs
The buzzword of the business world today – NFTs are unique digital assets from an animation, graphic design, GIF to an audio/video file, or meme that exist on a blockchain. You might have heard of lego block image or the Flowery toilet paper sold for millions. With brands like Nike, Lamborghini, McDonalds & Coca-Cola issuing NFT collectibles, it’s a good time for other brands to figure out how they can tap into these digital assets so they aren’t left behind.
AI & DATA ANALYTICS
In a recent Statista research, brands worldwide spent $521 billion on advertising last year. So it’s important that the budget counts. With more penetration of AI & Data analytics right from influencer identification to performance marketing and programmatic advertising – brands will have much more clarity at their disposal. With most customers expecting businesses to be omnichannel and open 24/7 – AI based chatbots with conversational intelligence can fill in for service agents.
DEATH OF THIRD PARTY COOKIES
Today’s consumers privacy conscious and demand more control over their data. After Apple, Google phasing out their support for third-party cookies by 2022, digital marketers have to now increase their efforts to collate first-party data. Although first party cookies are allowed with audience activity on your website visible, brands need to up their game their more sign ups and surveys. But tools like Google’ Privacy sandbox and older strategies like contextual advertising could still serve as valuable alternatives for the death of cookies.
SOCIAL COMMERCE
The website is slowly dying – atleast for most consumer brands. We go on Google for queries, Youtube for entertainment, Facebook/Instagram for conversations and Amazon for shopping- these sites dominate the web traffic today. With every social platform coming up with a ecommerce store, today’s audience don’t really have the need to leave their mobile apps. But this doesn’t mean the website is will stop being relevant an by today or tomorrow. In the shifting world of brand marketing its vital to have a multi-channel online presence with focus on being mobile first.
